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Company:Sun-Maid Growers, headquartered in Kingsburg, CA, is a cooperative of raisin growers that produces Sun-Maid brand raisins and other fruit products.

Opportunity: Named Richard Paumen, MXM is "the perfect partner to innovate the Sun-Maid message through the use of full digital spectrum to the consumer of today and the future."

One of Meredith's first assignments will be to create Sun-Maid’s licensed promotion for the upcoming movie “Trolls,” which will hit theaters November 1. So, expect that work to begin very soon. To coincide with the promotion, Sun-Maid will be giving away 10,000 tickets to see the film and working with parent company Meredith's Test Kitchen to create custom "Trolls" related recipes. Also in the works, is a fully-integrated campaign for the holiday baking season.

For paid media, Sun-Maid relies primarily on magazine and display ads and has increased spending in both since last year according to Kantar Media. In addition to these channels, the company has also used promotion as a primary marketing tool. In fact, a lot of display runs around promotions to get bigger bang for the buck.

Therefore, digital and traditional sellers should reach out and pick up any available revenue tied to the upcoming campaign. Continue seeking ad dollars after the initial release of the "Trolls" movie, as promotions will continue after its release. Also, the company will likely consider a new campaign for driving brand awareness. Be sure to focus pitches around engaging mothers with young children.

Additional Insight

Digital Breakdown: According to Pathmatics, since January, Sun-Maid has spent most of its digital budget on desktop display, spending $21,700 on 13 unique creatives with a reach of 1.4 million impressions. $4,300 was spent on five mobile creatives, creating 434,000 impressions. All of the ads were placed site direct versus programmatically.

Looking at the same period last year, the company spent $18,700 on 13 desktop creatives, resulting in.3 million impressions, and $4,600 on eight mobile creatives. resulting in 404,800 impressions. Of these ads, 99% were placed site direct. For both of these periods, no video display was run.

For all of 2015, the company spent $55,000 on 20 desktop creatives with a reach of 4.3 million impressions; $10,800 on 14 mobile creatives with 1.3 million impressions; and $18,800 on one video creative with a reach of 1.5 million impressions.